Impressions - Sports Fan Retailer - Spring 2014 - 20
The
Female
FACTOR
Follow these tips
to merchandise
your product with
women in mind.
By Robin Enright,
Contributing Writer
Above: Color pop is maximized and repeated
here with a nice line to draw the eye. Notice
the pink quote on the hanging product, which
moves the eye to the pink folded tops, and
how the fluorescent green tops move the
eye to the hanging tops.
20 Spring 2014
M
uch is written about
merchandising with gender in mind, and how to
capture the attention and
engage the emotions of female shoppers.
Grocery stores, shopping malls, resort
shops, boutiques - you name it. Women are there and if you miss the mark,
they'll move on in less time than you can
say, "But wait!"
You have less than five seconds to grab
these important customers.
Studies show that women make or
influence more than 85% of all major
purchase decisions, but feel misunderstood by advertisers. Being a woman, I
can relate.
So how does a specialized niche like
licensed sports products get a leg up on
merchandising excellence and provide
enough gusto to grab the attention of
women and encourage a sale? Well, believe
it or not, it's possible and it's not rocket
science. It just requires a bit of consumer
psychology, as well as creative execution.
Let's get started with some basics and
then consider examples of merchandising that rocks.
CREATE SOME ROOM
If you have read retail guru and Envirosell
founder Paco Underhill's "Why We Buy:
The Science of Shopping," then you know
about the "butt brush." Feeling crowded
is a big no-no if you want to invite women into your retail experience. Underhill
found that even the slightest brush against
a woman's posterior was enough for her
to leave suddenly, and this desire to do
so often was unconscious.
So give your female shoppers space and
provide room for multiple customers to
SportsFan Retailer
Impressions - Sports Fan Retailer - Spring 2014
Table of Contents for the Digital Edition of Impressions - Sports Fan Retailer - Spring 2014
Impressions - Sports Fan Retailer - Spring 2014
Contents
For the Record
From the Show Director
Starters
First & 5
She’s Got Game, Too!
The Female Factor
What Women Want
Holding Court
Around the Leagues
Retailer Focus
Impressions - Sports Fan Retailer - Spring 2014 - Impressions - Sports Fan Retailer - Spring 2014
Impressions - Sports Fan Retailer - Spring 2014 - Cover2
Impressions - Sports Fan Retailer - Spring 2014 - 1
Impressions - Sports Fan Retailer - Spring 2014 - Contents
Impressions - Sports Fan Retailer - Spring 2014 - 3
Impressions - Sports Fan Retailer - Spring 2014 - For the Record
Impressions - Sports Fan Retailer - Spring 2014 - 5
Impressions - Sports Fan Retailer - Spring 2014 - From the Show Director
Impressions - Sports Fan Retailer - Spring 2014 - 7
Impressions - Sports Fan Retailer - Spring 2014 - Starters
Impressions - Sports Fan Retailer - Spring 2014 - 9
Impressions - Sports Fan Retailer - Spring 2014 - 10
Impressions - Sports Fan Retailer - Spring 2014 - 11
Impressions - Sports Fan Retailer - Spring 2014 - First & 5
Impressions - Sports Fan Retailer - Spring 2014 - 13
Impressions - Sports Fan Retailer - Spring 2014 - She’s Got Game, Too!
Impressions - Sports Fan Retailer - Spring 2014 - 15
Impressions - Sports Fan Retailer - Spring 2014 - 16
Impressions - Sports Fan Retailer - Spring 2014 - 17
Impressions - Sports Fan Retailer - Spring 2014 - 18
Impressions - Sports Fan Retailer - Spring 2014 - 19
Impressions - Sports Fan Retailer - Spring 2014 - The Female Factor
Impressions - Sports Fan Retailer - Spring 2014 - 21
Impressions - Sports Fan Retailer - Spring 2014 - 22
Impressions - Sports Fan Retailer - Spring 2014 - 23
Impressions - Sports Fan Retailer - Spring 2014 - What Women Want
Impressions - Sports Fan Retailer - Spring 2014 - 25
Impressions - Sports Fan Retailer - Spring 2014 - 26
Impressions - Sports Fan Retailer - Spring 2014 - 27
Impressions - Sports Fan Retailer - Spring 2014 - 28
Impressions - Sports Fan Retailer - Spring 2014 - 29
Impressions - Sports Fan Retailer - Spring 2014 - 30
Impressions - Sports Fan Retailer - Spring 2014 - 31
Impressions - Sports Fan Retailer - Spring 2014 - Holding Court
Impressions - Sports Fan Retailer - Spring 2014 - 33
Impressions - Sports Fan Retailer - Spring 2014 - 34
Impressions - Sports Fan Retailer - Spring 2014 - 35
Impressions - Sports Fan Retailer - Spring 2014 - 36
Impressions - Sports Fan Retailer - Spring 2014 - 37
Impressions - Sports Fan Retailer - Spring 2014 - 38
Impressions - Sports Fan Retailer - Spring 2014 - 39
Impressions - Sports Fan Retailer - Spring 2014 - Around the Leagues
Impressions - Sports Fan Retailer - Spring 2014 - 41
Impressions - Sports Fan Retailer - Spring 2014 - 42
Impressions - Sports Fan Retailer - Spring 2014 - 43
Impressions - Sports Fan Retailer - Spring 2014 - Retailer Focus
Impressions - Sports Fan Retailer - Spring 2014 - 45
Impressions - Sports Fan Retailer - Spring 2014 - 46
Impressions - Sports Fan Retailer - Spring 2014 - 47
Impressions - Sports Fan Retailer - Spring 2014 - 48
Impressions - Sports Fan Retailer - Spring 2014 - Cover3
Impressions - Sports Fan Retailer - Spring 2014 - Cover4
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